Innovative Marketing Trends for 2024 and 2025

We’ve talked to countless small business owners who feel overwhelmed by the constant barrage of marketing trends. It’s easy to get lost in all the new shiny objects and ever-changing algorithms. That’s why we’re here to cut through the clutter and provide actionable insights.

One of the things we love most about our role is paying attention to the trends that are shaping the industry, testing new ideas, and helping our clients discover insights to help build their brands and reach their goals.

As we head into the second half of 2024, we wanted to highlight a few recent reports and provide a curated overview of the most important insights. Hubspot recently released its 2024 State of Marketing & Trends Report. A few weeks earlier, ExplodingTopics released a list of the top 13 marketing trends for 2024 and 2025. In this article, we wanted to highlight a few trends we found most innovative and interesting and offer a few ideas on how our clients can incorporate them into their marketing strategies.

Trend #1: Short-form Video Offers the Highest Content ROI

According to the Hubspot report, short-form video is now the #1 content marketing format, with marketers saying it offers them the highest ROI. It’s also being used by the most marketers, with 44% of marketing companies executing short-form video strategy for their clients.

While short-form video has been a hot tactic for a few years now, it will continue to see the most growth in 2024, with marketers planning to use it more than any other format. At Green Apple, we’ve seen this for both B2B and B2C clients. Whether it’s creating short-form videos to highlight thought leadership, boosting visibility with YouTube shorts, or launching a TikTok strategy, thinking about incorporating short-form videos into any marketing strategy is quickly becoming essential.

Trend #2: Marketers Still Struggle with Disconnected Data, Tools, and Company Silos

The Hubspot report also underscored a common challenge faced by marketers: the struggle to harness data effectively. While data-driven decision-making is a top priority, disconnected tools, teams, and information often hinder progress.

Imagine this: Your sales team closes a deal, but marketing doesn’t have access to that crucial customer data to inform future campaigns. Or perhaps your marketing team generates valuable insights, but they struggle to communicate those findings to the rest of the business. These siloes can stifle growth and hinder overall business performance.

At Green Apple, we’ve witnessed the impact of aligned teams and integrated data and it has completely changed the way we build our marketing strategies. When sales, marketing, and operations work in harmony to share information and insights, magic happens. It’s like having a superpower that allows a company to make smarter, faster decisions.

Trend #3: Advertisers Prioritize User-Generated Content

The American Association of Advertising Agencies reports that 96% of consumers don’t trust ads, but a recent study found that 93% of marketers agree that consumers do trust content created by real people. Consequently, user-generated content (UGC) has become a goldmine for marketers.  Platforms like Instagram, TikTok, and YouTube have made it easier than ever for people to share their personal experiences and opinions with a wider audience.

At Green Apple, we’re always trying to find creative ways to help our clients maximize the potential of user-generated content to increase engagement among their social followers. By encouraging customers to share their stories and experiences, you can build authenticity, trust, and social proof. It’s like having an army of brand ambassadors working for you.

Trend #4: AI is Driving Marketing Industry Growth

Artificial intelligence is no longer a futuristic concept; it’s a reality shaping the marketing landscape. From automating tasks to providing data-driven insights, AI is transforming the way businesses operate.

At Green Apple, our team has been all-in to help our clients leverage AI to improve marketing outcomes. AI isn’t going anywhere and we want to help our clients maximize its power while navigating some of the inherent challenges like balancing efficiency and authenticity.

Trend #5: Hyper-Personalized Marketing Evolves with AI 

Personalization has become a marketing staple, but it’s evolving rapidly. With the help of AI, businesses can now deliver highly tailored experiences at scale. From personalized product recommendations to customized email campaigns, AI is transforming the way we interact with customers.

 One of the most interesting trends to watch is how offline person-to-person experiences will be the next horizon for personalization. At Green Apple’s sister-company Olive + Leo, we’re specifically exploring ways to use AI to enhance personalization and build customer loyalty for hospitality businesses.

Ready to Elevate Your Marketing?

The marketing landscape is constantly evolving, and staying ahead of the curve is essential for small to mid-sized businesses. Remember, these trends are not one size fits all. It’s important to experiment, measure results, and adapt your strategy accordingly. By carefully considering these insights and implementing them strategically, you can elevate your marketing efforts and achieve your business goals.

Want to dive deeper into these trends or discuss your specific marketing challenges? Reach out to our marketing experts for a complimentary conversation. We’re here to help you navigate the ever-changing marketing world. You can also sign up for The Core, our monthly newsletter, for all the latest marketing trends and insights.

How Can You Find the Right Agency Partner?

Finding the right marketing agency partner is a lot like choosing the perfect sherpa to guide you through the Himalayas. Both journeys require a guide with deep knowledge, extensive experience, and the ability to understand your unique capabilities. A great agency is more than just a service provider; they’re a trusted collaborator who understands your business and helps you reach your summit.

At Green Apple, we view our role similarly, aiming to become an extension of our clients’ teams and thinking through how marketing impacts every facet of their business. But we also recognize that finding the perfect match isn’t always easy. That’s why we’ve compiled these insights to help you find the right marketing partner for your journey.

1. Define Your Everest: Identify Your Needs and Goals

Before embarking on your search for a marketing sherpa, ensure your team is united in purpose. What challenges are you facing? Are you struggling to generate leads, create compelling content, or boost brand awareness? Clearly define your objectives and needs. Do you aim for increased revenue, higher website traffic, or improved brand reputation? Finally, understanding your marketing budget is crucial. It’s like packing the right gear for your hike—essential for your journey’s success.

Action Step: Conduct a team meeting with key stakeholders to discuss and document your marketing goals, pain points, and budget.

2. Research Your Sherpa Options: Create a Shortlist of Potential Partners

Your search for the perfect agency is like scouting the best partner to guide you on the trail. It’s important to consider the agency’s experience and approach. Some agencies specialize in specific areas like branding, digital marketing, or public relations, while full-service firms like Green Apple, taking a more holistic approach, offering all these services and more. Identify which type aligns best with your needs. Reading reviews and case studies will also give you a sense of the agency’s reputation and client satisfaction.

Action Step: Create a list of criteria based on your goals and start evaluating agencies against these benchmarks.

3. Get Personal: Conduct In-Person Interviews 

Meeting face-to-face with a potential agency is like a pre-hike meet-up. It will give you a better sense of the agency’s style and culture, much like a hiker meeting their guide before the trek. Can they understand your business and craft a tailored plan? Do they use a data-driven approach to inform their strategies and measure success? Are they a good fit that meshes with the stakeholders and departments they’ll be supporting? All of these are questions to consider as you get to know potential partners. 

Action Step: Prepare a list of questions and conversation topics that help uncover intangible factors such as the agency’s willingness to admit mistakes, their communication style, and their approach to collaboration.

4. Build a Strong Partnership

A successful partnership is the key to a well-planned expedition. Clear expectations are helpful in creating an itinerary. Open communication and collaboration are essential, so tools like Basecamp, Monday, or Asana can provide a centralized tool to connect, share updates, and provide feedback. When you take time to develop trust and collaboration, you’ll be more equipped to weather the storms, overcome challenges, and reach your summit.

Action Step: Look for an agency that understands the value of partnership and can grow with your business. If possible, ask for references and recommendations from clients who work in similar industries or areas. 

Take the Next Step with Green Apple Strategy

Finding the right marketing agency partner is a critical decision that can significantly impact your business’s success. By following these tips and taking the time to find the perfect match, you’ll be well-equipped to conquer your marketing challenges.

If you’re looking for a marketing agency that approaches work with the mindset of a trusted sherpa, we’d love to connect. Learn more about our approach at Green Apple Strategy or contact our team for an informal conversation about your needs.

Automating Routine Tasks with AI: Freeing Up Time for Creativity

small dog on chair next to person working on laptop

AI is making significant advancements in various industries, and marketing and public relations are no exception. An AI marketing tool is a software application that uses artificial intelligence and machine learning to streamline and automate repetitive marketing tasks, enhancing overall efficiency. These tools are enabling many of us to take back our time and redirect our energy toward human-dependent tasks like crafting compelling stories, building meaningful relationships, and driving strategic initiatives. Here are some key areas where AI is making a significant impact:

 

Organizing Marketing Analytics 

Marketing analytics is important but time-consuming, requiring hours of data collection and data analysis. But analytics allow marketers to make data-driven decisions and optimize campaigns for their clients. New AI tools can collect and sort through large amounts of data from multiple marketing platforms, summarize the data, and help generate reports. Today’s advanced analytics platforms also have the processing power to allow marketers to make real-time strategic optimization, saving money and time on all marketing initiatives. 

 

Improving Content Creation 

At Green Apple Strategy, we often write with AI, but we aren’t using AI to write for us. Most marketers use AI as a starting point to brainstorm ideas, create an outline, or offer creative inspiration. AI tools like Jasper can speed up the writing process using generative AI. But any AI-created material must be assiduously fact-checked and audited by an experienced, creative marketer. An expert can check for implicit bias and overused or repetitive language. Inevitably, some “professionals’ will rely too heavily on AI for content creation, while others will ignore its utility. Ultimately, AI used intentionally and ethically can be a boon to marketers and their clients.

 

Streamlining Social Media Management

Managing social media accounts is a daily task that can take up a significant amount of time. AI can streamline social media management by:

  • Scheduling Posts: AI tools schedule posts across various platforms, ensuring consistent and timely updates.
  • Monitoring Engagement: AI tracks likes, shares, comments, and mentions, providing real-time insights into audience engagement.
  • Sentiment Analysis: By analyzing the sentiment of social media interactions, AI helps understand public perception, allowing marketers to adjust strategies accordingly.

     

Reducing Administrative Tasks

One of the biggest benefits of using AI and automated tools is saving time! AI tools can manage manual tasks like note-taking, scheduling meetings, task management, and setting reminders. 63% of marketers are using AI tools to take notes and summarize meetings. These tools can also handle other repetitive tasks like setting reminders, scheduling meetings, and even managing emails. 

 

Automated Email Marketing Campaigns

Marketing AI tools can significantly enhance automated email marketing campaigns by leveraging machine learning and data analysis to optimize various aspects of the process:

  1. Personalization: AI tools can analyze customer data to create highly personalized email content tailored to individual preferences, behaviors, and purchase history, increasing engagement and conversion rates.
  2. Segmentation: AI can automatically segment email lists based on specific criteria such as demographics, past interactions, and buying patterns, ensuring that the right message reaches the right audience.
  3. Timing Optimization: AI can determine the best times to send emails by analyzing past engagement data, maximizing open rates, and overall campaign effectiveness.
  4. Performance Analysis: AI tools provide detailed analytics and insights into email campaign performance, helping marketers understand what works and make data-driven decisions for future campaigns.

     

Popular AI Marketing Tools

  • Claude 
    • Conducts in-depth research, creates unique content, and provides valuable insights through advanced analytics.
  • Sprout Social 
    • Optimizing workflows
    • Reputation management
    • Social media management
  • Grammarly 
    • Editing
  • ChatGPT
    • Useful for research and general knowledge 
    • Rapid search optimization of existing copy
  • Gemini 
    • Strategic brainstorming
    • In-depth SEO audits, content creation, optimization roadmaps, and social media management

Embracing and Integrating AI Into Marketing

While AI streamlines processes, the essence of authentic connection remains a human touchstone. As we continue to explore the capabilities of AI, it’s becoming clear that the future of work will be characterized by those who can integrate these technologies thoughtfully and strategically. Our team is here to help, and you can contact us with any questions.

Halfway There: Green Apple’s Mid-Year Marketing Audit Checklist

We are halfway through 2024 and barrelling toward the official beginning of summer. As the pools open and vacation plans are made, don’t forget this fun summer activity: a mid-year audit of your marketing approach. The middle of the year is the right time to analyze the last six months of data, assess your tactics, and plan for the remainder of the year.

A marketing audit is a deep dive into your organization’s current marketing efforts. Conducting regular audits will help you understand what’s working and what’s not. You can determine what social platforms are most effective for your brand, where you can best direct your advertising and paid social budget, and investigate the timing and cadence of your marketing messages. 

Your answers to these questions and others will provide the information needed to improve your marketing strategy and secure even better results in the future. 

Step 1: Gather and Analyze Data 

The first step on the marketing audit checklist is to gather hard data. As you’re gathering data and information, make sure you’re pulling numbers from every single marketing tactic you employ, including email newsletters, text messages, all social media platforms, organic and paid search, organic and paid social, blogs, and website conversions. For example, if you’re performing an audit on your social media strategy, you can look at your number of followers, your engagement rates, your click-through rates, and the days and times that posts perform best. For a special event, you may consider how many customers were invited, how many attended, and how much product was sold, both in units and revenue.

Step 2: Determine What’s Performing Well

The numbers you gathered in Step 1 provide an honest look at how your marketing efforts are performing. Once you have the data gathered, you can objectively see which areas are performing well and which need improvement. First, note what is working. These tactics can be continued as part of an effective marketing strategy, although consider making slight tweaks to keep them fresh and relevant for your audience. 

Step 3:  Identify Areas that Need Improvement 

In Step 3, you’ll return to the data to determine the areas that need improvement. Your data and analysis will reveal some areas that are not performing as well as planned. This happens to the best of us, which is why a regular marketing audit is so important! Seeing what is not working allows you to pivot and divert resources to more effective initiatives. 

Step 4: Perform a SWOT Analysis 

Once you have a good idea of which initiatives to stick with and which to discontinue, it’s time to closely examine your Strengths, Weaknesses, Opportunities, and Threats. 

Strengths include information gathered in Step 2 and additional advantages unique to your organization. You may have significant support in your community, be the only business of its kind for miles, or be known for your outstanding customer service. You’re looking for positive traits that competitors cannot easily emulate. 

Your weaknesses may be determined by data gathered from Step 3. You can also include challenges such as location, staff size, budget, internal environment, and other factors within your company’s sphere of influence. 

While strengths and weaknesses can be determined by reflecting on your organization, opportunities and threats can be identified by looking outside your immediate locus of control. Opportunities could include increased market demand for your product or service or technological advances that can improve the way you do business.

Threats are events that are outside your control that can still negatively impact your business. Examples could include a new competitor in town, relentless supply chain issues, rising inflation costs, and more. 

Step 5: Look at the Competition 

Yes, competition can be an undesirable threat. But chances are, if your competition performed their own SWOT analysis, they would list opportunities and threats that are similar to yours. Use this knowledge to see how they are overcoming those potential obstacles: What types of promotions are similar businesses holding? How often are they posting on social media? What type of content is getting the most engagement? 

Consider this market research as a peek into best practices that you can put your creative spin on! 

Step 6: Update your Strategy and Track It

You’ve gathered and analyzed data, determined what is working and what is not working, performed a SWOT analysis, and studied the competition. For the final step of the marketing audit checklist, you will use all of this information to update your marketing strategy and work toward improved results moving forward. 

Be sure you have tools in place to measure how the new efforts are performing. Then, build time into your schedule to perform another regular marketing audit to ensure continued success!

Do we need a third party to conduct a marketing audit? 

Marketing audits are best performed by a third party, like Green Apple Strategy, to ensure unbiased results. A third-party audit can also provide objective advice, insights on best practices, and opportunities for improvements. Marketing specialists also have access to technology and tools that can make launching new initiatives seamless.

Analyzing efforts for meaningful insight—and using the findings to make helpful recommendations—is part of our core process at Green Apple Strategy. Contact us today to learn more about how we can optimize your marketing strategies and help your business grow.

Conquer the Daily Grind: 5 Marketing Best Practices for Businesses

We’ve all heard the phrase “big ideas are essential for success.” It’s true. In marketing, a clear vision and compelling strategies are the foundation for achieving your goals. But let’s be honest: the real magic happens in the daily grind of execution. It’s the consistent, focused application of those big ideas that turns dreams into reality.

The challenge lies in finding the perfect balance. You need to dedicate time to the high-level thinking and creative brainstorming that fuels innovation. Yet you also need to be laser-focused on executing the daily tasks that drive results, whether it’s crafting social media posts, managing email campaigns, or analyzing your website performance. It’s a delicate dance, one that requires commitment, flexibility, and a well-oiled system.

At Green Apple Strategy, we’ve spent more than a decade helping small and mid-sized businesses like yours navigate this balancing act. We’ve seen firsthand the struggles of juggling daily tasks with long-term strategic thinking. In this blog, we wanted to share some best practices we’ve developed to help you optimize your daily grind and achieve sustainable marketing success.

Marketing Best Practices to Conquer Your Daily Grind 

1. Tame the Chaos with a Solid Project Management System

Ever feel like you’re constantly putting out fires in your marketing department? You’re not alone. Marketing is inherently fast-paced, and it’s easy to get bogged down in reactive tasks. An effective marketing project management approach can be your saving grace. It eliminates the guesswork around repetitive tasks, automates workflows, and helps you delegate effectively.

Think of it as your central hub for organization. It allows you to clearly define project scope, assign tasks, track progress, and collaborate seamlessly with your team—even if they’re remote. By streamlining processes and keeping everyone on the same page, you can free up valuable mental space to focus on the bigger picture.

2. Ensure Communication and Collaboration

Marketing doesn’t operate in a vacuum. To develop a truly effective marketing strategy, your efforts need to be aligned with your broader business goals. This means fostering open communication and collaboration with various departments.

Schedule regular meetings with your sales team to ensure marketing efforts are directly supporting business development initiatives. Likewise, collaborate with operations to make sure your business can effectively handle the influx of new customers generated through your marketing campaigns. By working together, you can create a cohesive strategy that will drive measurable results for the entire organization.

3. Embrace the Process (Even When the Fire Alarm Goes Off)

We all know those days: the unexpected technical glitch, the sudden shift in marketing priorities, or feedback that throws your carefully planned timeline into disarray. While you can’t completely eliminate chaos, having a process-driven approach can help you navigate these situations with composure and maintain control.

The key is to anticipate potential disruptions. Develop a plan for handling common challenges, whether it’s a communication protocol for managing feedback from stakeholders or a clear decision-making framework for evaluating new project ideas.

4. Make Time for Learning and Innovation

The marketing landscape is constantly evolving. New technologies emerge, consumer habits change, and best practices are redefined. If you get stuck in the daily grind without carving out dedicated time for learning, your marketing efforts can quickly become stagnant and outdated.

Schedule regular time for you and your team to explore new marketing techniques, attend industry webinars, or read the latest marketing blogs. Even a small investment in continuous learning can help you discover your next best marketing tactic and pay significant dividends down the line.

5. Tame “Shiny Object Syndrome” 

New ideas are exciting, but not all of them deserve your immediate attention. It’s easy to get caught up in “shiny object syndrome,” where every new marketing tactic seems like the next big thing. That’s when having a clear process for evaluating new marketing ideas becomes crucial.

Develop a system for prioritizing projects based on their alignment with your overall strategy, resource requirements, and potential return on investment. Don’t be afraid to say no to initiatives that don’t fit the criteria or that will overwhelm your team’s capacity.

Stop Chasing Marketing. Start Leading it.

By implementing these best practices, you can transform your daily marketing grind from a relentless treadmill to a strategic springboard for success. Remember, marketing shouldn’t feel like a force driving you—you should be the one in control.

Ready to take your marketing to the next level?

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Explore our services and learn more about our approach to marketing strategy. We offer a range of solutions to help businesses like yours achieve their marketing goals.

How to Leverage AI to Improve Marketing Outcomes

In the rapidly evolving landscape of artificial intelligence, there’s a startling projection: a 10% chance exists that AI will outperform humans in virtually every task within the next three years. This assertion highlights the immense potential of AI to revolutionize how we work across various sectors—from construction and roofing to early childhood education and hospitality. At Green Apple, we recognize the importance of utilizing AI tools in our daily work while integrating them strategically to maximize the benefits to us and our clients.  

Our team experiments with the latest AI tools and closely monitors emerging best practices and evolving regulations. Here are a few insights into the latest ways to use these tools and what to consider as you get started.

Why We Should Embrace AI 

Efficiency:

AI enables businesses to streamline operations, automating mundane tasks to free up time for more critical, strategic initiatives. For construction companies, this could translate into faster data analysis for project planning; for marketers, AI-driven automation can manage customer data, optimize campaign strategies, and personalize customer interactions, allowing marketing teams to devote more time to creative and strategic pursuits.

Creative Inspiration and Brainstorming:

AI-powered tools can generate new concepts and solutions, aiding in tasks such as designing marketing campaigns, planning urban constructions, and designing educational curricula.

Competitive Edge:

Staying ahead in today’s business world requires a blend of speed, innovation, and quality—attributes that AI enhances by providing data-driven insights and faster operational capabilities.

AI In Marketing and PR 

The current utilization of AI in marketing and PR shows that 70% of professionals already use these tools for generating ideas, conducting research, and creating content. Specific applications include:

  • Sentiment analysis and media monitoring: Essential for understanding public perception and managing brand reputation effectively.
  • Performance monitoring: Linking sales data with media coverage to gauge marketing effectiveness.
  • SEO and online content optimization: Essential for improving online visibility in highly competitive markets.

Navigating Comfort Levels 

Getting comfortable with AI can take time! You can start by using it for brainstorming, grammar checks, and SEO optimization. More advanced uses involve refining audience targeting strategies and leveraging AI for more complex data analysis tasks. The highest level of engagement involves continual adoption, regularly assessing how AI can assist with current tasks to maximize its utility.

Ethical Considerations in AI Use

While AI presents significant opportunities, it also comes with challenges that need addressing.

  • Security and Privacy: It’s important to ensure that AI systems protect sensitive data and do not inadvertently share proprietary information.
  • Bias and Discrimination: AI systems can perpetuate existing biases if not properly trained or monitored, making regular audits crucial.
  • Accuracy and Misinformation: AI tools need regular updates to handle the most current data and avoid spreading outdated or incorrect information.

Do’s and Don’ts 

  • Do engage with AI actively: Use it as a co-creator, not just a tool.
  • Don’t compromise on privacy: Avoid inputting confidential information into AI systems.
  • Do experiment and iterate: Use AI outputs as a starting point and refine them to fit your specific needs.
  • Do prompt AI with kindness. Use your manners. Saying please and thank you does provide better results. It also makes your experience better.

Strategy Is Everything 

AI is reshaping industries by offering tools that enhance productivity, creativity, and decision-making. By understanding how to use these tools effectively and ethically, businesses can stay competitive and pioneer new ways of operating. As we continue to explore the capabilities of AI, it is becoming clear that the future of work will be characterized by those who can integrate these technologies thoughtfully and strategically. Our team is here to help, and you can contact us with any questions.

5 Ways to Maximize Your Q1 Marketing Analytics

The first quarter of the new year has passed. You’re gathering data from your marketing campaigns so you can use it to inform your next move. With so much data readily at your fingertips—from sales to social media interactions—it can be difficult to determine which data to focus on and how to use it to improve your marketing ROI.

 

Marketing analytics can help you assess the performance of your marketing campaigns, identify areas of improvement, and drive conversions. Now is the perfect time to assess your Q1 data and reports to reset or adjust your marketing goals for a successful 2023.

 

Different Types of Data

There are different types of marketing analytics insights that can be used depending on what type of information you want to gather. You could review data related to digital marketing efforts, content marketing, social media ads and interactions, customer preferences and feedback, and even competitor data. Each data source offers its own unique insight into the successes and challenges of your marketing campaigns. While data is immensely helpful to glean what worked and what didn’t, it can also help you identify ways to improve moving forward.

 

1. Know Your Sales Numbers

The first step in gathering any marketing analytics insights is to review conversions. Depending on your business, this could be leads generated or actual sales made. If these numbers are on track to meet your goals, it’s a sure sign that your marketing strategies are working. But if these numbers fall short, you can take a deep dive into your campaigns to find out what isn’t working and take the necessary steps to make a change.

 

2. Alleviate Customer Pain Points

Data from customer interactions such as sales calls, support chats, social media interactions, and onboarding calls can offer insight into your customers’ opinions about your product or service. Gathering this information can help you find out what your customers need to know in order to fully appreciate what you have to offer. For example, if they are upset over or do not fully understand a product’s complex features, you could create an informational campaign highlighting the area in question—and alleviating an otherwise frustrating experience in the process.

 

3. Beat the Competition

Digital marketing efforts make it easy to see what competitors are doing and the impact it has on customers. Take a look at your competition’s product reviews and social media pages. Make note of common themes among commenters. What do they like? What are their complaints? What type of content is getting the most interaction? Use your findings to fine-tune your own plans and stay ahead of the curve.

 

4. Determine Customer Preferences 

Knowing your customers’ pain points and assessing the competition also helps you understand what potential customers prefer. This can make it possible for you to deliver the right message to the right audience at the right time. Say your product has a feature that a competitor’s product does not. You know this is a feature that can meet an unmet need for your target audience. You can use this information to craft digital marketing efforts that position your product as a much-needed solution.

 

5. Optimize Your Website

When it comes to websites, customers like an easy, user-friendly search, shopping, and checkout process. But is your website set up to optimize customer experience, or are potential buyers getting lost along the way? Knowing how your customers navigate your website can provide insight into why they may not be taking the actions you want them to take. By determining which pages users are viewing and what links they’re clicking, you can design, update, and optimize your site to keep your prospects on the right track.

 

If you’d like help maximizing your marketing efforts, contact our team today. We’d love to help develop a customized, strategic approach for your business that gets you the results you want.

How to Strategically Think About Your Annual Marketing Budget

Overhead shot of a group looking at charts

Creating and getting approval for your annual marketing budget is one of the most important (and often difficult) tasks for an in-house marketing team. It takes a lot of time to analyze results from the previous year, gather anticipated costs for new ideas, and finalize a budget that works within the limits of your business. The challenge becomes even greater in seasons of economic uncertainty, and the threat of a recession can create budget cuts at any point.

Over the past decade, we’ve had the opportunity to walk with dozens of clients through the budgeting process. We’ve helped start-ups looking for creative ways to maximize their resources. We’ve helped million-dollar companies navigate uncertainty during the pandemic and make marketing budget decisions during a recession. If you think of an issue or question, we’ve likely faced it. 

How to Strategically Think About Your Annual Marketing Budget

For this article, we’ve asked Senior Client Relations Specialist Marcie Prescott to share the wisdom and insight she’s learned from decades of experience developing marketing budgets. Here are the four best practices that Marcie shared to help you think more strategically about your annual marketing budget. Her tips can help ensure you stay on track toward your goals: 

1. Make sure your budget is connected to your objectives, goals, and key metrics. 

Your marketing budget should be closely integrated with your annual marketing plan. Every line item in your budget should be connected to a tactic. It’s also important to identify the success metrics you’re going to use to determine if your investment was worth it. 

If you can’t look at your budget and answer, “What are we wanting to achieve with this investment?” then take a step back and clarify your annual marketing goals and objectives.  

2. Recognize the common pitfalls that sink your marketing budget.

A big part of managing your budget is knowing what obstacles and roadblocks to avoid. Here are a few common pitfalls that can sink your marketing budget:

  • Failing to identify your target market and audience. It doesn’t matter how big your marketing budget is if you don’t connect with potential customers. 
  • Putting too much effort into big budget marketing efforts. If you’re gambling with your marketing budget, you’re doing it wrong. Instead, it’s important to diversify your marketing spend so that you’re not putting too many eggs in one basket. 
  • Underestimating the amount of work involved in a marketing campaign. It’s easy to develop an annual marketing strategy and budget without recognizing all of the time, energy, and resources that it will take to implement. Before you finalize your budget, it’s important to ask, “Can we really do this?” Getting input from your team is also important.
3. View your marketing budget as a fluid asset. 

If there’s one lesson we’ve learned, it’s that your budget should be a fluid document that is reviewed and updated regularly. Neither your annual marketing strategy nor your budget should be written in stone. You can pivot your marketing without abandoning your entire strategy and make necessary changes to your budget. 

Fluid marketing budgets allow companies to redirect marketing to tactics that perform well and channels that suddenly offer new opportunities. This is even more important during a recession, when potential cuts may be required. 

4. Embrace a mindset of continuous improvement toward your strategy and budget.

Marketers should constantly be learning, testing new ideas, and finding ways to maximize the ROI of their budget. Rather than using last year’s budget or “institutional wisdom” to drive your decisions, embrace a mindset of continuous improvement to develop a marketing budget based on where your business is headed. Just because something worked well five years ago doesn’t mean that it’s the best way to connect with today’s customers.

You don’t have to wait until the end of the year to be more strategic with your marketing budget. Whether the year is winding to a close or just getting underway, it’s always a good time to think about your budget and consider how you can be more strategic with the resources you’ve allocated.

7 Marketing Mistakes to Avoid in the New Year

Overhead-shot-of-an-open-planner-on-a-table-and-awoman-holding-a-tablet--scaled

The new year often provides a fresh start for people and companies. This is especially true for marketing. Many companies start the year with a fresh marketing plan (or at least a few adjustments from their current efforts). Most of the time, there’s a level of energy and excitement as you start the year with 365 days to achieve your marketing goals.

As marketing continues to evolve, it’s important to understand and implement the basic principles for earning attention and inspiring action. Failing to embrace the core principles of marketing might lead to mistakes that cause you to invest time, energy, and resources into marketing tactics that don’t move the needle. 

7 Marketing Mistakes to Avoid in the New Year

After more than two decades in the industry, here are a few common marketing mistakes that businesses are prone to make in the new year:

1. Focusing on “tactics” rather than your strategy.

One of the most common mistakes business owners make is to focus too much on tactics and not enough on strategy. As a marketing agency, people often reach out to us and ask for help building a new website or a stronger social media presence. While these are admirable goals, they must be based on a strategic plan to truly return the best ROI for your business. 

If you’ve struggled to generate results and wonder why your marketing isn’t working, it likely has to do with prioritizing tactics over strategy. 

2. Getting comfortable with the status quo.

“The job isn’t to catch up to the status quo; the job is to invent the status quo.” – Seth Godin

Doing things the way they’ve always been done is tempting because it’s safer. But in a world that’s changing faster than ever, sticking with the status quo only creates an opportunity to get left behind. 

It’s important for B2B companies and marketers to get out of their comfort zone. Embracing a mindset of growth and change is one of the best ways to ensure your marketing efforts continue to produce results year after year. 

3. Failing to recognize how marketing is interconnected with other areas of your business.

At Green Apple, we often say that “everything is marketing.” This is a mindset we bring to every meeting and every marketing strategy we create for clients. Failing to recognize how marketing impacts sales or operational decisions could quickly create breakdowns in other areas of your business. Additionally, developing a marketing strategy without considering other key initiatives in your company might lead to a lot of “spinning your wheels.” 

4. Being too rigid with your marketing plan and failing to adapt.

If there’s one thing we’ve learned in recent years, it’s that businesses must be willing and prepared to adapt. In some cases, you can pivot your marketing tactics without abandoning your entire strategy. Sometimes, if there’s a major shake-up in your business or industry, you might need to overhaul your entire plan. 

5. Defining what your customers want without asking them. 

Marketing is all about helping customers understand how your business can help solve their challenges. It’s relational. And every good relationship is built on communication. If you want your marketing to resonate with customers, listen to them. Taking time to understand their challenges and create messaging built around their current reality is key to creating a more customer-centric culture. 

6. Talking about your products and services in a way that confuses an audience. 

Using complex phrases or industry jargon is one of the quickest ways to lose potential businesses. Customers will disengage if they can’t understand or relate to your message. 

If you work in a detailed industry, it’s important to find effective ways to explain the complex products or services that you offer. Making it simple for people to understand how they can become a client or customers is one of the easiest ways to gain potential business. 

7. Identifying the wrong KPIs or forgetting to measure results. 

Successful marketing initiatives often require the use of lessons learned from previous experiences. This means identifying the marketing metrics that matter most to the overall success of your business and developing the habit of measuring them on a regular basis. 

Green Apple Can Help Your Business Avoid Costly Marketing Mistakes

Everyone, from professional marketers to small business owners, makes marketing mistakes. But even if you make some mistakes, you should be ready to learn from them. If you’re looking for a way to take your marketing to the next level or simply need help managing everything that is required for reaching your goals, our team can help. Contact us to learn more about our unique approach and schedule a discovery call with our team. 

Surprising New Marketing Trends that Work

Every January, marketing pros come out with their “top trends” to watch for the upcoming year. These are popular and helpful resources since marketing always seems to be changing, and it can be difficult to keep up with all the trends. But we rarely take time to look back and highlight what marketing trends actually worked.  

At Green Apple, we’re constantly looking for new ideas or strategies that might help our clients achieve their goals. We also recognize that one of the most helpful tactics can be to stop and reflect on what’s working and what’s not. As we head into Q4 of 2022, we thought we’d take some time to reflect on the first nine months and highlight the marketing trends that have been most effective so far this year. 

7 Surprising New Marketing Trends that Work 

While AI, visual content, and personalization were all hot trends heading into 2022, here are seven tactics we found to be most helpful for our clients this year: 

1. Flexible Strategies that Pivot

Most companies head into a new year with a comprehensive marketing plan that lasts 12 months. The problem occurs when the strategies and tactics fail to produce results. Then what?

The one trend that everyone can depend on is that tactic effectiveness will change and shift throughout the year. We’ve found that developing flexible approaches that anticipate changes can be one of the most valuable ways to pivot your marketing efforts without abandoning your entire strategy. 

2. Surprise & Delight 

Consumers are seeking comfort and delight as they emerge from the pandemic. This year, we’ve seen incredible results from taking time to show appreciation and bring joy to someone’s day through surprise and delight strategies. These moments work as a brand differentiator, and they can also be a highly effective strategy for fostering long-term customer loyalty.  

3. Adapting Content Strategies to Meet Changing Consumer Habits 

The way people consume content has changed. While video-based content and social media were at the forefront of the discussion this year, it’s particularly important to consider your audience’s preferences when crafting your content strategy in 2022. A decade ago, most marketers focused primarily on written content, whether online or in print. Today’s businesses must consider the way content marketing and consumer habits have evolved. 

4. Promoting Your Corporate Social Responsibility Platform

As conscious consumerism continues to gain steam, many companies have made social responsibility part of their company DNA. On a large scale, we saw numerous companies highlight their plan to reduce their carbon footprint in 2022. But even on a smaller scale, we’ve seen the power of highlighting your company’s desire to make a positive difference in your community. 

5. Employee Engagement

In today’s digital world,  it’s essential to make an effort to know your customers on a personal level. Without it, your digital marketing efforts are likely to fall flat. Getting your employees involved in your marketing has become a powerful strategy. Shifting your marketing strategy from product- or service-centered to people-centered could be a helpful strategy as you look for ways to connect with your audience in Q4 and beyond. 

6. Micro-Stories & Bite-Size Content 

Tiktok and other video-based marketing channels were all the rage at the beginning of the year. And while they’re influence has undoubtedly grown, we’ve seen the “micro-content” trend expand to nearly every marketing channel. For example, we’ve seen incredible success in helping our clients reformat content into micro-infographics for media. In short, the easier we can make it for people to read and digest our content, the more likely they’ll share it. 

7. SMS Marketing 

Text campaigns were one of those surprising trends that no one was really talking about at the beginning of the year. And yet, it seems like so many companies have turned to SMS marketing as a way to reach customers. SMS messages have an open rate of 98%, making texts the superior marketing channel. While many B2C companies have used SMS for product alerts and promotions, we’re curious to see if there are ways B2B companies can utilize it to engage customers as the tactic continues to evolve. 

While you might not be able to predict which channels and tactics will really work next year, you can embrace the timeless principles and strategies that are behind them.